Source: Phocuswright

Hotel chains' major initiatives to drive more travelers into their loyalty funnel appear to be resoundingly successful. Phocuswright's annual
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Not surprisingly, hotel program members with more status are more likely to stay loyal. Half of members with elite status stick with the brand. However, the challenge for hotels is that there are so few elite program members. Let's be honest: Hotel loyalty program members have become anything but "loyal." Hotel brands are effectively paying travelers to join, and commoditizing the concept of loyalty in the process. True brand loyalty – the emotional connection between customer and company that directly drives repeat business, even at premium price points – remains elusive and incredibly difficult, for all travel brands.

Download the state of digital travel marketing in the The Travel Marketer's Guide to the U.S. Digital Travel Landscape, a free Phocuswright research report prepared with Bing to learn more.

ABOUT PHOCUSWRIGHT INC.

Phocuswright is the travel industry research authority on how travelers, suppliers and intermediaries connect. Independent, rigorous and unbiased, Phocuswright fosters smart strategic planning, tactical decision-making and organizational effectiveness.

Phocuswright delivers qualitative and quantitative research on the evolving dynamics that influence travel, tourism and hospitality distribution. Our marketplace intelligence is the industry standard for segmentation, sizing, forecasting, trends, analysis and consumer travel planning behavior. Every day around the world, senior executives, marketers, strategists and research professionals from all segments of the industry value chain use Phocuswright research for competitive advantage.

To complement its primary research in North and Latin America, Europe and Asia, Phocuswright produces several high-profile conferences in the United States and Europe, and partners with conferences in China, Singapore and the United Arab Emirates. Industry leaders and company analysts bring this intelligence to life by debating issues, sharing ideas and defining the ever-evolving reality of travel commerce.

The company is headquartered in the United States with Asia Pacific operations based in India and local analysts on five continents.

Phocuswright is a wholly-owned subsidiary of Northstar Travel Media, LLC. (116 32nd Street, 14th Floor, New York, NY 10001 United States). www.phocuswright.com

ABOUT NORTHSTAR TRAVEL GROUP

Northstar Travel Group is the leading provider of business-to-business news, information, data, transactions and custom content solutions for the travel, meetings and hospitality industries. Brands under the Northstar umbrella include Travel Weekly, Travel Weekly China, Travel Weekly Asia, TravelAge West, Business Travel News, Phocuswright, Meetings & Conventions, M&C China, Web in Travel and Inntopia. Northstar is the industry leader in marketing solutions, custom content communications, content licensing and database management serving the travel and meetings industries. The company produces more than 52 face-to-face events, taking place in North and South America, Europe, Asia and the Middle East. Northstar is based in Secaucus, NJ, and is a portfolio company of EagleTree Capital. www.northstartravelgroup.com

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